NEW YORK: Leslie Baden Papa, a staffer at soon-to-be-shuttered firm The Hartman Group, will launch her own agency next week specializing in Broadway productions and theatrical events.
Vivacity Media Group, set to open on January 6, is still determining where to place its permanent office location. Its team may remain in Hartman's space after it shuts down, Papa said. The Hartman Group will close its doors on January 5.
Papa has appointed former Hartman colleague Whitney Holden Gore to serve as VP at Vivacity. She said the firm is looking to hire additional staffers.
The agency's first clients include Rock of Ages, which Papa has represented since its Broadway premiere in 2009, and Heathers: The Musical, set to debut in March. Vivacity will disclose other productions that it will promote soon.
Papa said she wants to “continue to bring a really enthusiastic, positive presence to my shows and continue to come up with innovative ideas for Broadway.”
She added that she's never been focused on “the standard way of doing things,” and said she plans on getting the word out about Broadway shows and selling tickets in new ways.
Papa worked at Hartman since its founding in 2009. Previously, she spent nearly five years at now-dissolved Barlow-Hartman Public Relations. Papa also worked at Carol Fineman Publicity for a little more than two years.
Last month, Hartman Group founder Michael Hartman said he decided to move back to his native state of Texas, where he will take on the role of CEO of Amy's Ice Creams, a business he worked on while in college. The chain now has 15 locations across the Lone Star State.
His firm represented more than 100 Broadway productions during its run, including Romeo & Juliet, Wicked, and Big Fish.